Value proposition dynamics in response to external event triggers

In light of recent calls for adopting a dynamic perspective on value propositions, this paper investigates proposition dynamics - i.e., strategic moves made by firms to further develop and/or change their propositions in response external event triggers. External triggers are disturbances emitted from the macro-environment that challenge status quo one or more market actors industry which they embedded. This provides framework describes characteristics as well elements and dimensions dynamics. The relevance is illustrated exemplars case vignettes accommodation with regard two triggers: human trafficking awareness COVID-19 pandemic. We conclude guide practitioners how can be used increase firm’s ability survive thrive.